Hilariously following in the footsteps of Michael Moore (Bowling for Columbine, Roger & Me, and Sicko) is the newest limit-seeking Oscar-nominated (Supersize Me) filmmaker Morgan Spurlock. His newest endeavor, POM Wonderful Presents: The Greatest Movie Ever Sold, which will hit the theatres on April 22, 2011. Although there has not been much hoopla around this film, it might be related to the content since advertising is marketing!
This comedic documentary film by Sony Pictures was fully financed through product placement from various brands, like POM, which agreed to be integrated on a transparent venue within the movie. Everyone knows that using brands to promote films is not new to Hollywood, the exploitation of revealing this phenomenon in a documentary format most certainly is! Spurlock allows the audience to follow him, quite unabashedly, behind the closed doors of pitch meetings and marketing decisions which are used in everyday decisions with the focus being on those endorsements targeted for the film promotion.
Previous marketing experience as a brand ambassador gives me personal insight into how Spurlock ingeniously uses the stupidity of sponsor executives who specifically state the public would not stupidly believe the words of a stupid filmmaker. This is, however, exactly how it is real world! Critics of the film have asked if he is selling out in this documentary or as he states in a CBS interview “(when you’re doing) better than they do, you’re not selling out, you’re buying in!” In the words of deceased comedian Bill Hicks “Do a commercial, you’re off the artistic roll call, every word you say is suspect…” So while consumers debate whether or not they can believe what is portrayed in POM Wonderful Presents: The Greatest Movie Ever Sold, they will be debating whether they can believe anything about the advertising surrounding them as well. Isn’t the film industry great?
Saturday, April 2, 2011
8:44 PM Syafiq